Contextual advertisements within mixed-content page layout model

• US 20120030033A1
• Filed: 08/01/2010
• Published: 02/02/2012
• Est. Priority Date: 08/01/2010
• Status: Active Grant

• Current Assignee: Hewlett-Packard Development Company, L.P. (HP Inc.)
• Original Assignee: Hewlett-Packard Development Company, L.P. (HP Inc.)
• Inventors: Damera-Venkata, Niranjan
• Granted Patent: US 9,911,141 B2
• Time in Patent Office: Days
• US Class Current: 705/14.71
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06Q 30/0276 Advertisement creation
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

One or more text blocks, one or more images, and one or more contextual advertisements related to the text blocks are input into a mixed-content page layout model. One or more pages are generated by the mixed-content page layout model such that the text blocks, the images, and the contextual advertisements are displayed on the pages. For each contextual advertisement, a dynamic weight to a particular text block is determined. The mixed-content page layout model uses the dynamic weight for a contextual advertisement in determining where the advertisement is displayed within the pages in relation to the particular text block.

Claims

1. A non-transitory computer-readable data storage medium having a computer program stored thereon, wherein execution of the computer program by a processor causes a method to be performed, the method comprising:

inputting one or more text blocks, one or more images, and one or more contextual advertisements related to the text blocks into a mixed-content page layout model;

generating one or more pages by the mixed-content page layout model such that the text blocks, the images, and the contextual advertisements are displayed on the pages; and

,

outputting the pages,

wherein generating the one or more pages by the mixed-content page layout model comprises, for each contextual advertisement;

determining a dynamic weight for the contextual advertisement in relation to a particular text block, the mixed-content page layout model using the dynamic weight in determining where the contextual advertisement is displayed within the pages in relation to the particular text block.

2. The non-transitory computer-readable data storage medium of claim 1, wherein determining the dynamic weight for the contextual advertisement in relation to the particular text block is based on one or more of:

a relevance of the contextual advertisement to the particular text block;

a bid price that an advertiser of the contextual advertisement has bid for a keyword found in the particular text block;

a relatedness between the contextual advertisement and one or more characteristics of a user that is to view the pages;

a relatedness between the contextual advertisement and a location of the user that is to view the pages.

3. The non-transitory computer-readable data storage medium of claim 1, wherein the mixed-content page layout model is a probabilistic mixed-content page layout model, the method further comprising inputting a plurality of probabilistic page layout templates into the probabilistic mixed-content page layout model,

wherein the probabilistic mixed-content page layout model generates each page using one of the probabilistic page layout templates,

wherein at least one of the probabilistic page layout templates comprises one or more of:

a first region to which only a contextual advertisement can be assigned;

a second region to which a text block or an image, but not a contextual advertisement, can be assigned; and

,

a third region to which a text block, an image, or a contextual advertisement can be assigned.

4. The non-transitory computer-readable data storage medium of claim 1, wherein generating the one or more pages by the mixed-content page layout model comprises:

assigning a common static weight for each image in relation to a particular text block, the mixed-content page layout model using the common static weight in determining where each image is displayed within the one or more pages in relation to the particular text block.

5. The non-transitory computer-readable data storage medium of claim 1, wherein each contextual advertisement has a fixed size that the mixed-content page layout model cannot adjust, and where each image has a non-fixed size that the mixed-content page layout model can adjust.

6. The non-transitory computer-readable data storage medium of claim 1, wherein outputting the pages comprises one of:

displaying each page on an electronic device having a display, each page having a size corresponding to no greater than a size of the display so that each page is completely displayable on the display such that scrolling through each page is unnecessary to view each page completely on the display;

printing each page on a medium sheet by a printing device, each page having a size corresponding to no greater than a size of the medium sheet so that each page is completely printed on one medium sheet, and so that each page does not extend over multiple medium sheets.

7. The non-transitory computer-readable data storage medium of claim 1, wherein the method further comprises:

receiving a bid from an advertiser of a particular contextual advertisement for a keyword present in one of the text blocks;

after generating the one or more pages by the mixed-content page layout model,

displaying a page including the particular contextual advertisement and a page including the text block having the keyword, to the advertiser;

permitting the advertiser to revise the bid so that the particular contextual advertisement appears closer to the text block having the keyword within the pages.

8. The non-transitory computer-readable data storage medium of claim 1, wherein the mixed-content page layout model is a probabilistic mixed-content page layout model,

wherein the probabilistic mixed-content page layout model is a page layout model in that the probabilistic mixed-content page layout model lays out the text blocks, the images, and the contextual advertisements on the pages,

wherein the probabilistic mixed-content page layout model is a mixed-content model in that the probabilistic mixed-content page layout model lays out mixed content on the pages, the mixed content including the text blocks, the images, and the contextual advertisements,

and wherein the probabilistic mixed-content page layout model is a probabilistic model in that the probabilistic mixed-content page layout model is a priori non-deterministic and uses probabilities in determining which text blocks, which images, and which contextual advertisements are displayed on each page, and in determining how the text blocks, the images, and the contextual advertisements of each page are displayed on the page.

9. The non-transitory computer-readable data storage medium of claim 1, wherein each contextual advertisement is contextual in that the contextual advertisement is related to a keyword found in one of the text blocks.

10. The non-transitory computer-readable data storage medium of claim 1, wherein each image comprises one of a static image and a moving image.

11. A method comprising:

modifying a mixed-content page layout model that is to display one or more text blocks and one or more images on one or more pages to also display one or more contextual advertisements on the pages;

inputting, by a processor, the text blocks, the images, and the contextual advertisements into the mixed-content page layout model as has been modified;

generating the pages by the mixed-content page layout model as executed by the processor, such that the text blocks, the images, and the contextual advertisements are displayed on the pages; and

,

outputting the pages,

wherein modifying the mixed-content page layout model to also display the contextual advertisements on the pages comprises;

modifying the mixed-content page layout model to determine a dynamic weight for each contextual advertisement in relation to a particular text block, and to use the dynamic weight in determining where the contextual advertisement is displayed within the pages in relation to the particular text block.

12. The method of claim 11, wherein modifying the mixed-content page layout model to determine the dynamic weight for each contextual advertisement in relation to the particular text block comprises modifying the mixed-content page layout model so that the mixed-content page layout model determines the dynamic weight for each contextual advertisement based on one or more of:

a relevance of the contextual advertisement to the particular text block;

a bid price that an advertiser of the contextual advertisement has bid for a keyword found in the particular text block;

a relatedness between the contextual advertisement and one or more characteristics of a user that is to view the pages;

a relatedness between the contextual advertisement and a location of the user that is to view the pages.

13. The method of claim 11, wherein the mixed-content page layout model is probabilistic mixed-content page layout model,

wherein modifying the probabilistic mixed-content page layout model to also display the contextual advertisements on the pages further comprises modifying the probabilistic mixed-content page layout model to receive as input a plurality of probabilistic page layout templates,

wherein the probabilistic mixed-content page layout model is to generate each page using one of the probabilistic page layout templates,

wherein at least one of the probabilistic page layout templates comprises one or more of:

a first region to which only a contextual advertisement can be assigned;

a second region to which a text block or an image, but not a contextual advertisement, can be assigned; and

,

a third region to which a text block, an image, or a contextual advertisement can be assigned.

14. A system comprising:

a processor;

a computer-readable data storage medium to store one or more computer programs executable by the processor and implementing a probabilistic mixed-content page layout model,

wherein the probabilistic mixed-content page layout model is to generate one or more pages such that one or more text blocks, one or more images, and one or more contextual advertisements are displayed on the pages,

and wherein the probabilistic mixed-content page layout model is to generate the pages such that for each contextual advertisement, the probabilistic mixed-content page layout model is to determine a dynamic weight for the contextual advertisement in relation to a particular text block, and is to use the dynamic weight in determining where the contextual advertisement is displayed within the pages in relation to the particular text block.

15. The system of claim 14, wherein the probabilistic mixed-content page layout model is further to receive as input a plurality of probabilistic page layout templates,

wherein the probabilistic mixed-content page layout model is to generate each page using one of the probabilistic page layout templates,

wherein at least one of the probabilistic page layout templates comprises one or more of:

a first region to which only a contextual advertisement can be assigned;

a second region to which a text block or an image, but not a contextual advertisement, can be assigned; and

,

a third region to which a text block, an image, or a contextual advertisement can be assigned.